RAC has announced the appointment of Maxymiser to be its multivariate testing and online optimisation provider, with the aim of optimising its customers’ online journeys.

Jason Bennett, RAC’s digital sales optimisation manager, said “We are looking at a combination of big multivariate (MVT) tests across the entire online proposition and some quick wins on individual pages to optimise customer journeys and maximise the effectiveness of the huge volumes of traffic across different areas of the website. Maxymiser’s MaxTEST and MaxSEGMENT product will enable us to test the different customer experiences with the objective of increasing overall conversion.”

The RAC has so far completed an initial test on its homepage which has already seen a nine to 10 per cent uplift in conversion.

Bennett added: “It is vital to us that customers want to engage with us online and the only way to do that is by having a website that delivers exactly what our customers want. That can only be achieved by taking the guess-work out of the process and analytically proving what works best – and that can only be realised through ongoing testing, analysing and learning. Maxymiser can help us accomplish this strategic objective.”